Buying Intention and Menu Labeling in QSRs: The Role of TPB

Document Type : Original Article

Authors

1 Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Egypt

2 Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Egypt Collage of Business Administration, King Faisal University, KSA

Abstract

This research aims to understand customer buying intention and menu labeling in quick service restaurants (QSRs) by using the theory of planned behavior (TPB). To achieve this aim, a self-administrated questionnaire was directed to a random sample of QSRs customers in the investigated restaurants. A number of 380 forms was distributed, among them 308 forms (81.1%) were completed and valid for analysis. The findings supported that attitude, subjective norms and perceived behavioral control have direct effect on customers buying intention. 

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Egyptian Journal of Tourism and Hospitality
Volume 26, Issue 2
December 2019
Pages 37-50

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